What is programmatic buying? #
您想过品牌如何向用户投放定向广告吗？答案是：通过程序化购买/广告。.
As opposed to its counterpart–Traditional Buying or Advertising (which uses traditional and offline methods of advertising such as billboards and print ads)–Programmatic Buying is an automated process of placing targeted advertisements in real-time on websites or apps. The main benefit of programmatic buying is that it optimizes marketing Spend 花费 by targeting the right audience in real-time and reducing the overall advertising costs–significantly simplifying the advertising process for publishers and advertisers.
How does programmatic buying work? #
Programmatic buying uses algorithms and data in an automated fashion to buy ad inventory in real-time. This helps with determining the right audience (like specific segments of age and gender or interests like Games), ad placement (like types of ad sizes and formats), and cost in real-time, thus making targeting campaigns a lot more effective than manual or traditional forms of advertising.
程序化购买中流行的广告格式有横幅广告、视频广告和原生广告。特殊平台还允许音频广告和动态重定向。.
What is the main benefit of programmatic buying? #
程序化购买的主要好处是，广告商能够通过数据收集和分析来分析广告效果，并了解最终价格。这与传统购买形成了鲜明对比，传统购买的价格形成不明确，目标选择有限。.
Mobile programmatic: How are mobile apps and mobile websites different? #
移动程序化有两个不同的细分市场：移动应用程序和移动网站。与移动网站相比，移动应用程序通常为最终用户提供更多信息。例如，大多数移动应用程序都有名称、类别（如教育应用程序、生活方式应用程序、游戏应用程序等）、年龄限制、安装数量、评级、评论等信息。一个移动应用程序出现在 Google Play 或 App Store 中，就自动表明其内容符合相关公司规定的严格政策，对用户是安全的。这就保证了广告商在 App Store 或 Google Play Store 上投放的广告不会被放置在不需要或不适当的内容旁边，而移动网站要达到这样的安全级别则比较复杂。.
It is important to constantly monitor and analyze the performance of programmatic campaigns using 归因 and analytics platforms. Knowing what’s working, and what’s not in terms of ROI 投入产出分析 and using that information to optimize your advertising campaigns can help you scale your business.
